探討偶像養成選秀節目參賽者黏著度與節目持續收看意圖的前置因素與結果

偶像養成選秀節目是近年來盛行的綜藝節目之一，觀眾的高度關注，為節目與經紀公司帶來可觀的收益。本研究旨在探討偶像養成選秀節目的觀眾，對週邊商品的購買意願，以及對參賽者與節目的支持因素。本研究以參賽者層面的身體吸引力、感知能力、態度同質性、知覺真實性，觀眾層面的同理心，以及比賽機制層面的替代成就，共六項前置因素，檢驗觀眾對參賽者的黏著度。使用節目層面的情感價值與正義二項前置因素，檢驗觀眾持續觀看節目的動機。接著，檢驗參賽者黏著度是否會影響觀眾持續觀看節目的意願，而參賽者黏著度與持續觀看節目的意願，是否會影響購買週邊商品的意願。研究數據來自1,441位曾經觀看過偶像養成選秀節目的觀眾，經研究統計，除了身體吸引力與感知能力之外，其餘四項前置因素皆可以解釋觀眾支持動機，而情感價值與正義確實會影響觀眾持續觀看的意願。同時，證明了參賽者黏著度會影響節目持續觀看意願，參賽者黏著度與節目持續觀看皆顯著影響週邊商品的購買意願。最後，本研究提供理論與管理意涵作為未來選秀節目之研究的參考依據。

關鍵字

偶像選秀；選秀節目；觀眾黏著度；購買意願

並列摘要

The idol training talent show is one of the popular variety shows in recent years. The high attention of the audience has brought considerable income to the show and the agency. The purpose of this research is to explore the audience of idols to cultivate talent shows, their willingness to purchase peripheral products, and the supporting factors for contestants and programs. This research uses six pre-factors including physical attractiveness, perceived competence, attitude homophily, perceived authenticity, empathic, and alternative achievement to test the audience's adherence to the contestants. Use the two pre-factors of emotional value and justice to test the audience's motivation to continue watching the show. Then, it is checked whether the adherence of the contestants will affect the audience's willingness to continue watching the program and whether the adherence of the contestants and the willingness to continue watching the program will affect the willingness to purchase peripheral products. Research data comes from 1,441 viewers who have watched idol training talent shows. According to research statistics, in addition to physical attractiveness and perception, the other four pre-factors can explain the audience’s motivation for support, and emotional value and justice do affect the audience's willingness to continue watching. This research proves that the stickiness of the contestants will affect the continuous watching intention. Both the stickiness of the contestants and the continuous watching intention affect the purchase intention of peripheral products. Finally, this research provides theoretical and management implications as a reference for future research on talent shows.